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Character and Consequences of Advertising

Prior to his engagement with tobacco marketing issues, Prof. Pollay's research sought to better understand the character and social and cultural role of advertising. Towards this end, many of of papers have a historical perspective and are pleas for more historical research on marketing and advertising which had for too long been virtually neglected by US historians.

Pollay, Richard W. and Banwari Mittal (1993), "Here's the Beef: Factors, Determinants and Segments in Consumer Criticism of Advertising," Journal of Marketing, Vol. 57 #3 (July), 99-114. [Won inaugural American Marketing Association “Best Article in Advertising Award.” Award assesses research five years after publication to judge research that “has stood the test of time as a much cited, memorable, and significant research effort” from all papers published in the American Marketing Association Journals: theJournal of Marketing, theJournal of Marketing Research and the Journal of Public Policy & Marketing. The same award later recognized “The Last Straw” on cigarette advertising’s impact ion youth.]